DOMAIN names that are memorable and search-engine friendly are branding gold, which is why companies scrap over the rights to own them, sending their value into the mega millions.

You might think it’s insane to spend millions on a simple internet web address but the right .com URL (in fact, the more simple, often the more valuable) could turn an ordinary business into a household name that would otherwise take years to get on people’s radar and cost almost as much in marketing.

Domains like loans.com ($3.2 million), pizza.com ($2.7 million) and beer.com ($7.4 million) sell for such a high price because they do exactly what they say on the tin, enabling them to gain a higher recognition to lead the market, which in-turn leads to a higher ranking on search engines, more traffic and more business means more bucks.

For some, it could be a worthwhile investment.

These aren’t the only addresses slapped with a crazy price tag. Here’s the double figure million dollar domains people have coughed up for. (All prices are in Australian Dollars)

Holiday.com — $37 million

The most expensive web address, ever? Source:holiday.com

The travel industry is currently in a hot fluster as a highly-sought after and potentially lucrative domain name Holiday.com is being put up for auction. It’s being described as the “holy grail” for travel companies after being held onto for dear life by an American company for 16 years. The company registered the name only to leave it dormant all this time — a common practice by prospectors back in the early days of the internet.

It’s since held its nerve fending off numerous seven-figure sum offers but now it’s going under the hammer and is expected to fetch $37 million. This will smash the world record for a domain-only address.

Insurance.com — $38 million

$38 million? Wow. Source: insurance.com

This is the current record holder for the most expensive domain, selling for $38 million back in 2010. However, this was not a domain-only sale as it included a functioning website for car insurance in the sale.

Vacationrentals.com — $37.4 million

Sorry Expedia, too slow. Source: vacationrentals.com

This American website to help vacay hunters find a holiday home demanded a massive fee back in 2007. This also was an active website, rather than an exclusive domain, and was snapped up by HomeAway founder Brian Sharples as he didn’t want Expedia to have it.

Privatejet.com — $32 million

High flying site for society’s elite. Source: privatejet.com

This sale, which involved the domain plus stock, occurred in 2012 has become the number one destination for the uber rich and all their private aircraft needs. Charters and sales are offered on the site and the purchase was described as a “phenomenal asset” by buyer Nations Luxury Transportation CEO, Kenneth Starnes.

Internet.com — $18 million

Not the prettiest site for the price. Source: internet.com

Despite the high price tag we can’t actually recall ever visiting this site. However, the sale in 2009 was more than just an exclusive internet address as the company was comprised of several IT brands and bundled with the purchase was other domains such as developer.com and internetnews.com.

Despite selling for a high price, it isn’t the most luxury looking of sites out there.

Sex.com — $13.8 million

Sorry folks, can’t show the real deal on here!

This was once regarded as the most valuable domain name on the internet. When it eventually went up for sale in 2010 it held the record for the most expensive domain-only address.

Hotels.com — $11 million

Source: hotels.com

You’ve probably heard, even used, this web address. The highly-desired domain name, which was acquired in 2001, was a lot of money for the time but it has become a leader in booking hotel rooms around the world thanks to its great branding. It now faces competition from that record-breaking holidays.com rival.